Study: Mobile devices to account for 15% of Web searches on Black Friday

By Staff Writer

New York City -- Fifteen percent of Web searches on Black Friday will be done on mobile devices, according to a study by Google’s AdMob.

The “Holiday Retail Mobile Insights” study also project that 44% of total searches for last minute gifts and store locator terms will be from mobile devices this holiday season based on historical growth rates. It also found that consumers are using their mobile devices to drive in-store traffic, with 65% of respondents saying they used their mobile device to find a business to make an in-store purchase.

According to The AdMob survey, greater than 33% of both smartphone users and tablet users plan to start their shopping before Thanksgiving. The study suggests that smart marketers will start their holiday campaigns early this year to reach these consumers.